Diageo revamps Smirnoff bottles following launch of new ad campaign

By Arabella Mileham

Published: 27 May, 2015

Diageo is rolling out new packaging for Smirnoff following the launch of its £4.5m "We're Open' campaign across Europe earlier this month.

Diageo is rolling out new packaging for Smirnoff following the launch of its £4.5m "We're Open' campaign earlier this month.

The revamp has been designed to give the number 1 vodka brand a more premium and modern feel, as well as boost its on-shelf appeal, Diageo said. It features a clearer, textured label with more contemporary typography which is intended to highlight the brand name. The shield, crown and signature have been moved to a less prominent position as a footer.

The new packaging will feature in the campaign that launched in the UK and Ireland in early May and which is set to run throughout June.

Julie Bramham, Smirnoff Western Europe's marketing director said the brand was enjoying an exciting period. "The new design was borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to include a nod to the contemporary spirit and vibrancy of our drinkers. We feel the new design really bring this to life in a way which delivers brilliant shelf standout and hope that the 17.7m peoplewho drink Smirnoff across Europe will agree".

The 'We're Open' out of home campaign was launched at the start of May and featured tongue-in-cheek political one-liners before the General Election, as well as celebrating inclusive communities and festivals, with ads highlighting its sponsorship of the Pride in London after party.

Bramham said the campaign was designed to embrace the brand's democratic and inclusive character. "This new campaign will allow us to tell and share stories in culturally relevant ways," she said.

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